Activation: Fashion StarOctober 23, 2012 - 11:15 AM to 12:15 PM
ROOM: WHARTON BALLROOM
While unscripted programming has welcomed product integration with open arms, particularly in competition programs, other forms of brand involvement are gaining traction in the reality realm. NBC's Fashion Star, produced by Electus, the Magical Elves, EJD Productions and 5 x 5 Media, allows buyers from numerous fashion brands - including Macy's, H&M, Saks Fifth Avenue and Maybelline - to be an integral part of the competition itself. With designers gaining the possibility to have their lines featured in stores and online via the fashion brands, the program, soon to enter into its second season, has driven sales at the stores, and ratings for the Peacock. The show has sold in 75 countries, with several making their own local versions. Join Laura Caraccioli-Davis, EVP of Advertising, Electus, E.J. Johnston, Executive Producer at EJD Productions and Joe Feczko, EVP Chief Creative Officer, Macy's Inc., in a conversation moderated by Mike Wiese, Director of Branded Entertainment, JWT, as they discuss a partnership between producer, network, brand and consumer that leaves everyone a winner.
Sorry, you must be logged in to view the video.